Consult The Coach - Winter 2017

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by Stuart Kaufman, MS, MBA
| Jan 23, 2017

Dear Coach:

I resist writing down my business and marketing plans. Instead, I keep them all in my head. The problem is that my implementation is inconsistent and I sometimes lose track of my goals. I am willing to write some things down, but am intimidated by the 25 page business plans that my managing broker gives me each year. It seems like too much work and a waste of time. I put them on a shelf and never look at them. What do you suggest?

Signed, Resistant to Writing

Dear Resistant to Writing:

I appreciate your resistance to lengthy written plans. I too, have resistance to lengthy written plans. I have found that the longer the plan, the less likely it will be implemented.

The advantage of writing out your plans is that you actually come up with a better plan when you “think on paper.” Brian Tracy, in his book “Eat that Frog” states that unwritten goals (and plans) lead to confusion, vagueness, misdirection and numerous mistakes. The process of writing things down helps you clarify and refine your ideas. Keeping your plans in your head does not allow you the same degree of clarity as writing them on paper.

I like to keep things simple, so I recommend that brokers use a one-page business plan and one-page marketing plan. The one-page business plan starts with your revenue goal for the year. Working backwards, you end up with the required number of buyer and seller meetings each month that will get you to your goal.

The one-page marketing plan helps you focus on two or three specific marketing activities that will support your business plan. Two plans on two pages.

I encourage you to create your one-page plans and to post them in your office so you can review them every day. Track your monthly progress (on paper) and stick to your plan. It’s a winning formula.